KIMS Hospital is the largest independent hospital in Kent. With 99 beds, five theatres, two endoscopy suites and two interventional labs, KIMS has been designed to provide first class healthcare for the Kent community. Working in partnership with some of the UK’s leading medical technology companies, the hospital is equipped with state-of-the-art technology and innovative diagnostic services.
This is backed up by the only private 24/7 consultant-led intensive care unit in Kent. Industry was asked to help establish the KIMS brand and raise awareness of the new hospital.
Unlike established healthcare providers, KIMS had no brand heritage or established pathways of referral to rely upon. KIMS needed to define a new proposition and win the confidence of a diverse range of stakeholders.
The approach required simplicity, focus and innovation to differentiate the KIMS brand from its competitors.
The brand proposition was based on establishing KIMS as ‘a new centre of medical excellence for Kent’.
An integrated campaign has seen excellent results.
The integrated brand campaign - which ran across outdoor posters, press, and online - featured stylised hero-images of KIMS’ consultants with strong testimonials about the world-class facilities and multidisciplinary teams approach offered at KIMS.
The campaign has been supported by the development of KIMS’s website including a new consultant film and the launch of an ‘ask a question’ application, designed to boost patient interaction. Door drops offering free heart health checks have seen hundreds of people come through the doors of KIMS for the first time.
The campaign led to a 114% climb in the number of users on the website and 79% uplift in page views, reversing a declining trend and lifting views from around 33,000 per month to a peak of 59,000.
Since the campaign launch actual enquires and appointments have increased by 23% and 37%.
Douglas Quigg, Interim Marketing Director, KIMS Hospital